For generations, milk has occupied a central place in Indian households, forming part of daily routines across age groups and regions. However, despite widespread milk consumption, India continues to face a persistent and often overlooked nutritional challenge: protein deficiency, particularly within predominantly vegetarian diets.
As awareness of health and fitness grows, protein intake has traditionally been addressed through supplements, powders and fortified beverages. While effective, these solutions often feel processed, unfamiliar or unsustainable for long-term, everyday use. Against this backdrop, Provilac has introduced a markedly different proposition, high-protein milk designed to strengthen nutrition without altering established consumption habits.
A Science-Led Upgrade to a Daily Staple
Provilac has become India’s first brand to launch fresh high-protein milk using advanced ultra-filtration technology. Rather than adding protein isolates or synthetic fortification, the process concentrates the milk’s naturally occurring protein.
According to Siddharth Runwal, Founder of Provilac, the opportunity lay not in changing diets but in improving what people already consume. He notes that India’s challenge is not milk availability, but rather milk’s limited ability to meet modern protein requirements on its own. Ultra-filtration, he argues, allows the nutritional potential of milk to be enhanced while retaining familiarity and taste.
The resulting product delivers more than 25 grams of natural protein per 250 ml serving, nearly three times that of regular milk. In addition, the milk is lactose-free, zero-fat and free from preservatives, aligning with growing consumer demand for clean-label nutrition.
Positioned Between Traditional Dairy and Supplements
Unlike long-shelf-life protein beverages or powdered supplements, Provilac remains firmly within the fresh dairy category. Its short shelf life reflects minimal processing, while its versatility allows it to be consumed in tea, coffee, cereals or smoothies, just like conventional milk.
This positioning addresses a widening gap in India’s nutrition market. Regular milk continues to dominate volumes, while protein supplements serve a more niche, fitness-focused audience. Provilac effectively bridges this divide by offering higher protein intake through a trusted daily staple.
Changing Protein Consumption Patterns
India’s protein conversation is undergoing a shift. Protein is no longer viewed as relevant only to athletes or gym-goers. Instead, it is increasingly recognised as essential for children’s growth, adult energy levels and muscle maintenance among ageing populations.
Avneedra Lamba, Chief Marketing Officer at Provilac, highlights that consumers are now more label-conscious and selective about ingredient quality. He notes that high-protein milk resonates because it enhances a familiar product rather than introducing something new or artificial. In this context, the format, source and digestibility of protein have become as important as quantity.
Freshness and Distribution as Strategic Advantages
Provilac operates a subscription-led, cold-chain delivery model, ensuring doorstep delivery of fresh milk. The brand currently serves major urban markets including Mumbai, Pune, Delhi NCR, Jaipur and Hyderabad. In 2025 alone, Provilac processed over 5.4 million deliveries, indicating strong traction for premium, nutrition-focused dairy products.
Freshness has emerged as a key differentiator, particularly as consumers increasingly associate shorter shelf life with authenticity and minimal processing.
Shaping a New Dairy Sub-Category
By introducing high-protein milk in a fresh, unfortified format, Provilac is effectively creating a new sub-category within Indian dairy. The brand sits at the intersection of nutrition science, consumer convenience and traditional dietary habits.
As India’s food preferences gradually shift from quantity-driven consumption to quality-led choices, Provilac reflects a broader evolution within the dairy sector. Rather than adding more products to the diet, it seeks to make everyday foods nutritionally stronger.
In doing so, Provilac is not only launching a new product but also reshaping expectations of what milk can deliver in modern Indian nutrition.
